Throughout our day, we have interactions with various companies or brands. Most of the time, it’s so routine that we may not even think about it – whether it’s pumping gas, grabbing a bite to eat, running an errand or getting a cup of coffee. And when something positive happens, you can’t help but to re-evaluate that experience and be refreshed when you think a company has gone above and beyond to make your day. That’s exactly what I experienced the other day.
I was at the drive-thru at Starbucks picking up a cup of coffee. I recently started becoming a “regular” customer the last couple of months and like other mornings, the girl at the cash register kindly greets me and my six-month-old son who is in the back seat. This time however, as I pulled up to the window I realized I had forgotten my wallet – a sickening feeling. I explained to her the situation and said I would be back as I lived only a few minutes away. She continued with my order and told me not to worry about it – this one was on the house. I insisted that next time I would pay for this bill. She smiled and told me, again, not to worry about it and to have a nice day. She was so smooth in dealing with the situation and continued seamlessly with the transaction (or in this case, a lack of transaction).
Besides feeling a little embarrassed, I couldn’t help to think how the Starbucks employee turned this situation into a positive experience. It’s an important lesson in customer service; she knew that a $4.26 coffee would go a long way in building customer loyalty and retention. In addition, Starbucks armed her with the ability to make that spot decision to ensure it delivered on its brand promise – creating a positive experience for the customer.
A smart business understands the value of a customer and delivers on their brand promise. In this case, Starbucks prides itself on not just delivering a good cup of coffee but also making it an enjoyable brand experience – no matter the situation. Sure, I can certainly go somewhere else to get a cheaper cup of coffee. But it’s not just about the coffee. Since that day, I have become even more loyal to Starbucks and given the opportunity, I will share my positive experience with others, including you.
Think about your own business. What are you doing to deliver great customer service? Have you gone above and beyond to make a positive impression on a customer? Is your team prepared to make the spot decisions to take care of immediate situations?
Sometimes it’s those “little things” that reap big rewards for companies. It’s nice to see that customer service is not a lost art. It continues to play an important role in how customers make choices in their brand preferences and become loyal.
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